Soup 2025: Chilled soup heats up as ambient falls

No bowl, no heating. That’s the USP of Romanian challenger Dozz, which debuted its 10 fresh soups in September – each in a convenient 310ml drinks can that can be easily slurped on the move (see Top Launch, below).

It’s just one example of a steady serving of innovation unveiled by soup brands in the past year as they’ve looked to claw back volumes.

Though 1.2 million extra litres have gone through tills, that’s down in large part to a 4.2% rise in volumes across more affordable own label lines. Brands, by contrast, have sold 413.3 thousand fewer litres. And to reverse that performance, they’ve focused on innovation that’s healthier, more satisfying and, in Dozz’s case, more portable.

Bol, for example, added limited-edition Protein Power Soup Fresh Spring Veg Protein Power in April, followed by the permanent Protein Power Soup Thai Green Noodle.

“The growing focus on satiety and functionality has accelerated interest in protein-rich, portion-controlled options,” says Toni Ehrnreich, Bol Foods head of brand & marketing. Its volume sales were up 6.5%.

Bottled soup player Re:Nourish has also bucked brands’ downward trend. Its litres are up 8.4% following the January unveiling of Classic Roast Chicken and Chicken & Vegetable. Their aim was to help Re:Nourish “broaden its appeal while staying true to its mission of delivering healthy, convenient meals”, said founder Nicci Clark at the time.

Similarly, the likes of Daylesford Organic and The Scottish Food Co have recorded significant gains thanks to their focus on “organic ingredients, sustainability, and premium quality”, notes NIQ analyst Jaya Smith.

“It indicates a clear consumer shift toward healthier, ethically sourced products that offer perceived value beyond price.”

But while the likes of Dozz added dazzle in fresh, ambient soup lost its shine. The market is worth £19.5m less and the top five brands have all shed value and volumes. They’re down a combined £15.6m.

The declines, says Smith, may be due to the sector’s “association with ultra-processed products, making it less competitive in a market increasingly focused on freshness and nutritional value”.